readership

Definition:
The number of people who read a newspaper or magazine, as opposed to the number who actually buy it or subscribe to it. The latter is CIRCULATION. Readership is measured in Britain under direction of the JOINT INDUSTRY COMMITTEE FOR NATIONAL READERSHIP SURVEYS (JICNARS). Advertisers may obtain readership figures, for planning purposes, in three ways: by subscribing to the National Readership Survey (NRS) via JICNARS, which is expensive; from the publishers' own statements, which are usually based on NRS but probably used selectively; by applying standard MULTIPLIERS to the circulation figures published in BRITISH RATE AND DATA (BRAD).

Cross-References:
[circulation] [multipliers] [NRS] [primary readership] [secondary readership] [Joint Industry Committee for National Readership Surveys (JICNARS)] [British Rate & Data (Brad)]

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